Across every Chick-fil-A, there is one cheerful farewell from all the employees: My pleasure. This ad builds on that phrase, selling people not on the food, but the service and culture. While the headline and copy focus on their dedication to quality customer care, the ad itself is made of tactile materials. The background is a watercolor canvas painted red with type made of the three signature ingredients of Chick-fil-A: Nuggets, fries, and dipping sauce mixed with canola oil for maximum impact.